Why I Would Never Use IG Ads as a Commercial Photographer
In the world of commercial photography, finding the right marketing strategy can make or break your business - for real. While Instagram ads might seem like an appealing option, they come with several pitfalls that can hinder rather than help your growth. Here’s why using paid Instagram ads are never the best idea for commercial photographers.
Innacurate Targeting
Paid Instagram ads promise to deliver your message to a broad audience, but can they reach the right one?
Algorithms and Targeting Issues: Instagram's targeting options are sophisticated but not foolproof. For commercial photographers, the target audience often comprises in-house marketing teams, advertising agencies, and publications—an audience that's not always easily identifiable by Instagram's targeting parameters.
Broad Reach vs. Precision: While your ad may reach thousands, if not millions, of users, how many of them will genuinely be interested or capable of hiring a commercial photographer? The platform’s algorithm may struggle to pinpoint those specific professionals within the vast sea of casual Instagram users.
Age Mismatch
Instagram's primary user base skews younger, which might not align with your target clientele.
User Demographics: According to recent statistics, a significant portion of Instagram users are under the age of 30. However, commercial photographers typically aim to connect with seasoned professionals in marketing and advertising roles, who often fall into older age brackets.
Engagement vs. Conversion: Younger users might engage with your content out of curiosity or appreciation for aesthetics, but they are less likely to convert into paying clients. This mismatch leads to high engagement rates but low ROI.
The Algorithm
Prioritization Issues: The algorithm favors high interaction metrics, meaning posts with more likes and comments get more visibility. However, the nature of commercial photography might not always yield high engagement figures, leading to your ads being displayed less frequently.
The algorithm isn’t a huge mystery - Instagram prioritizes content that receives high engagement, meaning viewers like what they see. We also know that still images are not the most compelling content for IG anymore, so pushing that content more isn’t going to do much.
Poor Optics
Using paid Instagram ads can sometimes make you look desperate rather than reputable.
Perception: Relying heavily on paid promotions may create a perception that your business is struggling to attract clients organically. In industries where reputation and word-of-mouth are paramount, this can be damaging.
Credibility: Clients often prefer to work with photographers discovered through organic means, such as referrals, SEO, or through professional networks like LinkedIn. Paid ads might lack the credibility that comes when someone finds you through a trusted recommendation or a Google search.
Alternative Strategies for Better Results
Instead of investing in Instagram ads, consider these more effective methods:
Organic Social Media Growth: Focus on building an authentic presence on platforms like Instagram, LinkedIn, and even Pinterest. Use engaging content, consistent posting schedules, and genuine interactions to attract and retain followers.
SEO: Optimize your website for search engines. High-quality backlinks, optimized images, and strategic keywords can increase your visibility to searchers genuinely interested in hiring a commercial photographer.
Email Marketing: Direct outreach and email newsletters are great for building relationships over time and instilling client trust, which can be hard to achieve otherwise.
Referrals and Networking: Never underestimate the power of word-of-mouth. Attend industry events, join professional communities, and encourage satisfied clients to recommend your services.
Conclusion
While paid Instagram ads might seem like an easy way to boost your visibility, the potential pitfalls always outweigh the benefits for commercial photographers. By focusing on targeted, organic growth, leveraging SEO strategies, and building a strong professional network, you can attract the right audience and grow your business effectively and sustainably.
Ready to elevate your marketing game? Get in touch and let’s make a plan that ACTUALLY works.